Tourism NZ unveils Hobbit campaign

08/24/2012

Tourism New Zealand is aiming to tap into the popularity of the forthcoming Hobbit movies with a new international marketing drive. The '100% Middle Earth, 100% Pure New Zealand' campaign kicks off with the release of Tourism NZ's new TV and cinema commercial, ahead of the release of Peter Jackson's 'The Hobbit: An Unexpected Journey'. The tourist board said the new campaign targets "all potential travelers to New Zealand". “Millions of people have seen The Lord of the Rings trilogy and we expect millions more to watch The Hobbit trilogy," said Tourism NZ's Chief Executive, Kevin Bowler. “Our objective is to show people that while New Zealand stars as the fantasy world of Middle Earth, what people see in the cinema is actually a real place just waiting to be explored. “The campaign’s primary aim is to compel people already interested in a New Zealand holiday, to make an actual booking," he added. The ad launches fi rst in Australia on 26 August and will screen in Zealand’s major tourism markets in September and October. It will also be shown on Air New Zealand’s domestic flights.